MARKET BRIEFS 1994-12-19

Pepsi Promo to Turn on Football Antics

e is readying a promotion that will put football humor from Comedy Central, the cable comedy channel, on nearly 10,000 supermarket displays beginning Jan. 1. For the promotion, timed to coincide with football playoffs, Pepsi will build big-screen Panasonic televisions and video players into the store displays. The monitors will show a 13-minute football comedy, hosted by comic Kevin Meaney.

Keebler, Seven Up Support "Miracle"

ELMHURST, Ill. -- Keebler and Seven Up have teamed with Twentieth Century Fox Licensing and Merchandising to promote the studio's remake of "Miracle on 34th Street." Keebler Co. here is offering the plush bear seen in the film via 15 million on-pack offers, a national freestanding insert and national media advertising, along with in-store displays in more than 10,000 retail stores nationwide. Consumers can receive $10 in Uncola Miracle Money from Seven Up Co., Dallas, by sending in a ticket stub from the movie along with a 7-Up proof of purchase. They will be mailed a $7 check good for movie-themed merchandise and three $1 coupons for 7-Up products. Without a ticket stub, consumers can still receive a $2 check and one $1 coupon. The promotion is featured on more than 400 million bottles.

Beech Nut Gets Play at Genovese

ST. LOUIS -- Beech Nut Nutrition Corp. here ran a one-week account-specific promotion with Genovese Drug Stores, a 110-store chain based in Melville, N.Y. Flyers available in-store Nov. 13 through 19 announced that consumers could win a $100 shopping spree from Genovese and Beech Nut. Shoppers were directed to look for the Beech Nut display to enter the drawing. A coupon carried on the flyers saved consumers $1.50 with the purchase of any 18 baby food items or jars. Beech Nut declined to comment on the promotion.

GMA, PMMI Team on Las Vegas Show

WASHINGTON -- The Grocery Manufacturers of America here and the Packaging Machinery Manufacturers Institute, Arlington, Va., will launch Pack Expo West 95, a new packaging technology show, next Oct. 9 through 12 in Las Vegas. More than 12,000 visitors drawn mainly from 15 Western states, Canada, Mexico and the Pacific Rim are expected to tour about 350 exhibits in 180,000 square feet of floor space at the Sands Expo and Convention Center. A concurrently scheduled conference, organized by Packaging Strategies Inc., West Chester, Pa., will include sessions on packaging machinery purchasing strategies, justifying capital expenditures, packaging line design, modified-atmosphere technology, environmentally focused packaging and the protection and packaging of electronic components. One-stop registration and travel arrangements may be made through the Pack Expo West Travel Desk at Worldtravel Trade Shows and Conventions, Dallas; (800) 936-6660.

'Shelf Talkers' Now Available

DES PLAINS, Ill. -- Sunflower MarketPlace Solutions here and Telestar Interactive Corp. of Cincinnati are bringing low-cost voice-chip technology to store shelves. Called Micro Talk, the devices play back 10 to 15 seconds of audio when triggered by a motion sensor or a push button.

The units, about the size of disposable cameras and battery powered, are designed to be economical for in-and-out promotional use. Sunflower and Telestar have entered a multiyear marketing alliance to market Micro Talk to brand marketers and point-of-purchase display companies.

Disney Goes All Out for Love

BURBANK, Calif. -- Buena Vista Home Video is offering a 6-foot tall shipper to help retailers merchandise Disney's Valentine Video Shoppe. The three-dimensional display, inspired by a romantic garden gazebo, features Disney and Jim Henson characters. It holds 55 units. Eight Valentine's Day-themed titles from Walt Disney, Jim Henson, Buena Vista and Touchstone Home Video will be released Jan. 13. Buena Vista Home Video, a subsidiary of The Walt Disney Co., is the universal marketing, sales and distribution company for the studios involved in the promotion.